Between myself and another Creative Director, we wrote and filmed short documentaries in Singapore, Hong Kong, Shanghai, Seoul, Paris, Amsterdam, Berlin and India over the course of 6 months. Each featured a real family, couple or individual who had a problem with lighting in their home. A lighting designer created a bespoke ‘lightover’ which was installed using Philips products during the course of a day. We filmed the people and rooms before and after. Stills were taken for press and for incidental shots for the site – I also designed the website, overseeing it from wireframe to finished design. And time lapse filming captured each day. The website no longer exists but you can view the case study video here.
In November 2009, I created the first charity iPhone App – Toilet Finder – to highlight the lack of proper sanitation for 2.1bn people worldwide. It helps you find public toilets.
The original idea was ‘Spend a penny, Give a pound’ as a fundraising idea. However, Apple do not allow donations via Apps.
Over 1 million downloads in its first year.
To win Unicef as a client, I presented a speculative campaign based around the idea that if you can afford to treat yourself, you can spare a few pounds for those not quite so well off. This execution features a simple message of the flower ‘food’ that comes with every bunch of cut flowers.
The pitch work that helped bring in VW as a client.
Virtual Off-Roader was a simple App that used GPS to record the distance you travelled and plot the same distance on a pre-determined off-road track. The brand line was ‘It feels good to know you could’ – so instead of thinking about driving to the supermarket to get your groceries, now you’re completing another stage in your make-believe rally. With updates posted on Facebook, you can also challenge friends to race against you. Winners receive discounts and extras on a real Tiguan.
Embracing the ‘It feels good to know you could’ line, this concept allows you to see what’s going on around you now and in the future. You decide your timescale and it draws in information of things you could do – up to you.
Asia’s largest baby formula milk brand. The pitch was to define and rejuvenate the brand for the next 10 years. We proposed a celebration of motherhood and gave insights into the realities of being a mother. A brand film and posters accompanied a brand book, website, banner advertising, iPad and Smartphone applications and press. Based around Rudyard Kipling’s poem ‘If’, the campaign spoke told mothers that the brand understood and applauded them and the lengths they go to when planning and bringing up a child.
The pitch was successful. £3m in fees for the pan-Asian account.
This website allows people to add their favourite memory and donate to the charity. The memories will be kept forever – highlighting the very sad nature of Alzheimer’s where memories are so fleeting. Many thousands of memories were added – some funny, some sad, some very poignant but all very personal. Many celebrities have contributed.
An on and offline campaign for the UK’s largest Search Marketing company. ‘The king of Search Marketing’. Pretty simple but actually explained what each of the terms meant, plus why they were different and did it better than anyone else. Thankyouverymuch.